Creating a community that embodies the soul of a brand. An experiential campaign that steered across India.

The TATA SUV Owners United League (SOUL) was conceptualized as a community engagement initiative. It drew from the observation that the TATA Safari SUV had evolved into one of India’s cult brands with an intrinsic loyalty amongst its owners. It reached out to and brought together some of the brand’s most loyal customers to participate in a series of drives centered around the concept of an ‘Active Life & Style’ and went on to add enthusiastic Tata Hexa owners into the fold as well.

Breakfast drives to off-beat locations, photography excursions, and off-roading adventures were charted for Safari owners in target cities across the country, culminating in regional & national drives to destinations such at Leh-Ladakh and a jungle trail across national parks in MP. It resulted in the organic growth of a community of like-minded enthusiasts connected through microsites and social media groups. The campaign that engaged existing customers, harnessed their emotional connect to the brand and increased sales through word-of-mouth referrals and a direct positive impact on brand association.